تأثیر فرهنگ سازمانی بر قابلیت‎های بازاریابی و عملکرد: تبیین نقش میانجی جهت‎گیری‎های استراتژیک برون‎گرا

نوع مقاله: مقاله علمی پژوهشی

نویسنده

استادیار دانشکدۀ مدیریت، اقتصاد و حسابداری، دانشگاه پیام نور، تهران، ایران

چکیده

هدف این پژوهش بررسی تأثیر فرهنگ سازمانی بر قابلیت‌های بازاریابی و عملکرد شرکت‌ها با میانجی‌گری جهت‌گیری‌های استراتژیک برون‎گرا است. جامعۀ آماری تحقیق، مدیران ارشد کسب‌و‌کارهای کوچک و متوسط فعال در صنعت غذایی کشور در نه ماهۀ اول 1395 است. پژوهش، توصیفی از نوع همبستگی است. از اعضای جامعه، 368 نفر برای نمونه به روش نمونه‎گیری خوشه‎ای چند مرحله‎ای انتخاب شدند. ابزار گردآوری اطلاعات، پرسشنامه بوده و روش تحلیل داده‌ها، تکنیک مدل‎سازی معادلات ساختاری با استفاده از نرم‌افزارهای SPSS و PLS است. یافته‌های پژوهش نشان می‌دهد فرهنگ سازمانی تحول‌گرا بر جهت‌گیری‌های استراتژیک برون‎گرا (بازارگرایی و گرایش به فناوری) تأثیر معناداری می‎گذارد. همچنین، شواهدی حاکی از تأیید نقش میانجی بازارگرایی و رد میانجی‌گری گرایش به فناوری در ارتباط بین فرهنگ سازمانی و قابلیت‌های بازاریابی به‎دست آمد. در نهایت، تأثیر فرهنگ سازمانی تحول‌گرا بر توسعۀ قابلیت‌های بازاریابی و ارتباط مستقیم و معنادار قابلیت‌های بازاریابی با عملکرد کسب‌و‌کار‌های فعال در صنعت مواد غذایی کشور به تأیید رسید. 

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Impact of Organizational Culture on Marketing Capabilities and Performance: Explaining the Mediating Role of Extroverted Strategic Orientations

نویسنده [English]

  • Iman Hakimi
Assistant Prof., Faculty of Management, Economic and Accounting, Payam e Noor, University, Tehran, Iran
چکیده [English]

The purpose of this research was to investigate the relationship between organizational culture and marketing capabilities and performance of companies mediated by extroverted strategic orientations. The statistical population of the research is the top managers of small and medium sized businesses involved in the food industry of the country during the first nine months of the year 2016. The research is descriptive correlative in nature. Of all the members of the community, 368 individuals were selected using multi-stage cluster sampling. Data collection instrument was a questionnaire and the data were analyzed  based on structural equation modeling technique using SPSS and PLS software. The findings of the research showed that transformational organizational culture has a significant effect on extroverted strategic orientations (market orientation and technology orientation). Moreover, the evidence could confirm the positive role of the mediating market orientation and disapprove the mediation role of technology orientation in the relationship between organizational culture and marketing capabilities. Finally, the findings indicated the impact of transformational organizational culture on the development of marketing capabilities and the direct and significant relationship between marketing capabilities and the performance of active businesses in the food industry of the country.

کلیدواژه‌ها [English]

  • Business Performance
  • Denison Organizational Culture
  • market orientation
  • Marketing Capabilities
  • Technology Orientation
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